Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for brands to engage with consumers and drive sales, particularly in the dynamic and competitive fashion industry. This thesis explores the utilization of influencer marketing strategies to enhance brand engagement and increase sales within the fashion sector. The research investigates the various types of influencers, their impact on consumer behavior, and the effectiveness of influencer marketing campaigns in promoting brands and products. Chapter 1 provides an introduction to the study, outlining the background of the research, the problem statement, objectives, limitations, scope, significance, structure of the thesis, and key definitions of terms. The chapter sets the foundation for understanding the importance of influencer marketing in the fashion industry and the rationale behind the study. Chapter 2 conducts a comprehensive literature review, examining existing research and studies on influencer marketing, brand engagement, and sales in the fashion industry. The chapter explores key concepts, theories, and models related to influencer marketing strategies and their impact on consumer behavior and brand performance. Chapter 3 outlines the research methodology employed in this study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research methodology. Chapter 4 presents the findings of the study, detailing the outcomes of the data analysis and the key insights derived from the research. The chapter highlights the effectiveness of influencer marketing strategies in boosting brand engagement and driving sales in the fashion industry. Chapter 5 offers a conclusion and summary of the project thesis, summarizing the key findings, implications, and recommendations for brands looking to leverage influencer marketing to enhance brand engagement and increase sales in the fashion industry. The chapter also discusses the limitations of the study and suggests areas for future research in this field. Overall, this thesis contributes to the existing body of knowledge on influencer marketing in the fashion industry and provides practical insights for marketers and brands seeking to implement successful influencer marketing strategies to achieve their business objectives.

Thesis Overview